generational AI tools like ChatGPT and Google’s Bard are helping marketing teams fast-track ideation, market research and copywriting. But as economic forces have impacted marketing team sizes, forcing Marketers to do more with less, CMOs are also investing in marketing workflow solutions that improve creative operational efficiency while ensuring brand and marketing compliance.
Tabcorp, one of the largest gambling and entertainment companies in the world, must balance a high volume of marketing content productivity with strict regulatory compliance guidelines. Doing both fast is no easy feat. But thanks to investing in IntelligenceBank, the leading digital asset management and marketing operations platform, Tabcorp was able to create 9,500 digital assets in 10 weeks within the Spring Racing season with just a handful of graphic designers – without a single error.
“What used to take up to 7 to 10 days now takes 20 minutes,” said Tabcorp’s Chris Yates, senior manager for marketing operations, wagering and media.
Along with other MarTech stacks such as marketing automation software, ecommerce platforms and more, platforms that help creative teams produce large volumes of approved creative is increasingly common. Standardising creative briefs, creative templates, disclaimers, approved art, workflow approval processes and more pays dividends by providing the internal guardrails teams need to work at speed while maintaining brand and regulatory compliance. The critical component is ensuring that the marketing team is using a single platform for all its creative workflow as opposed to a fragmented array of cloud storage, communication tools, project management tools and spreadsheets.
Simultaneously, AI shaves hours off the process of finding and deploying media by auto-tagging videos, images and audio files. AI also helps teams minimise errors in the publishing process. The platform helps teams “Move fast without breaking stuff,” said IntelligenceBank CEO Tessa Court. Among IntelligenceBank’s 880,000 users across 55 countries are highly regulated global brands like Hertz, Hyatt, KFC, WestPac and Suncorp – as well as lots of retail companies and creative agencies.
As marketing teams increasingly look to AI-powered solutions to do more with smaller teams, there’s also no end to the need for integrations. Integrations with solutions that power digital business and creative solutions such as WordPress, Drupal, Shopify, Adobe Premier and Figma are more important than ever. “Marketing teams simply can’t afford to waste time searching for and deploying approved assets across various software providers,” says Court. “MarTech stacks need to work as one seamless platform for workflow. And that’s not just a nice-to-have. It’s required”.
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Spikes Asia, APAC’s most prestigious and sought-after Award for creativity and marketing effectiveness, has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]